When David Brown, Senior Marketing and Events Lead at Bonusly, began leading its G2 Review collection, he didn’t reinvent the wheel. He built something better — a daily review engine fueled by authentic customer voice.
Bonusly, an employee rewards and recognition platform, had long relied on periodic email campaigns to collect G2 reviews. They worked, but the momentum faded quickly. Brown saw a bigger opportunity: to turn customer feedback into a consistent, cross-functional asset that powered marketing, sales, product, and customer success.
Today, that vision is a reality. In-app review prompts bring in at least one new review every day without incentives, while Bonusly-branded outreach consistently outperforms generic emails. Verified G2 reviews and badges now appear everywhere, from regional events to landing pages and deal-specific sales collateral.
The result is simple and powerful: fresh proof at the exact moment buyers are researching, giving the entire company insights to move faster and make smarter decisions.
The HR tech space is a noisy market, and many tools look similar on paper. Bonusly’s edge has always been end-user adoption because customers actually like using the platform. But proving that consistently, and at scale, was the challenge.
“We’d bring in around 150–200 reviews per cycle,” Brown explains. “Helpful, but engagement varied, especially when emails came from a non-Bonusly sender.”
Brown needed a more reliable way to gather feedback and put reviews to work, not just as social proof, but as input for the whole company.
Brown took ownership of Bonusly’s review strategy and turned it from a quarterly campaign into a self-sustaining review engine.
He partnered with the engineering team to integrate G2’s native in-app prompts and fine-tuned the cadence so users wouldn’t feel overwhelmed. Review requests only appear after users have spent time in the product, and if someone dismisses a prompt, they won’t see it again for several months. After two review cycles of testing and iteration, the process clicked. Bonusly began seeing at least one new review per day, entirely unincentivized.
At the same time, Brown revamped email outreach by launching Bonusly’s own review campaigns with standardized visuals and templates. Users recognized the Bonusly name, trusted the message, and responded more.
The CS team plays a key role as well. Customer success managers (CSM) include G2 in their email signatures, mention it during customer conversations, and even compete for Bonusly points in friendly review challenges.
Bonusly also offers small incentives, such as a $20 gift card for the first 150 approved reviews, fulfilled by G2, while in-app prompts continue to drive steady, organic volume without incentives.
Finally, Bonusly built a simple governance model. Instead of creating new landing pages for each campaign, it funds one ongoing G2 campaign and plans incentives upfront, resulting in predictable pacing and outcomes.
Bonusly treats G2 as an extension of its website and reviews as a living source of customer truth.
Its sales and marketing teams use G2 Badges and G2 Reviews across campaigns and outreach. They highlight badges like “Fastest Implementation” and “Ease of Use” based on what matters most to each buyer. Regional G2 badges are also featured on materials and landing pages, such as at a recent event in India, to establish trust and relevance locally.
The company’s customer success and product teams have also come to rely on G2 Review exports — organized by quarter — to identify trends, pain points, and wins. This led to Bonusly discovering a built-in advocacy audience within G2: 250 users who’ve opted in as references. This group is now part of a deeper storytelling effort that brings together both HR leaders and end users.
By weaving customer voice through every touchpoint, Bonusly turns G2 insights into proof that builds visibility and credibility.
By making review collection an ongoing part of its workflow, Bonusly replaced one-off campaigns with a reliable, measurable flow of results across teams and channels.
This focus on creating a self-sustaining review model has become even more critical as AI reshapes the discovery process.
How Bonusly gets the most out of G2Use incentives sparingly: Let organic, in-app reviews sustain your baseline, then add light incentives through email or CSM motions when you need a lift.
From quarterly task to everyday impact
Bonusly plans to build on its success by combining G2 insights with other go-to-market (GTM) tools to strengthen outbound programs. The team also plans to expand advocacy through G2’s reference pool to deepen engagement with customers and champions.
The biggest evolution, though, is cultural. Reviews are no longer a quarterly chore; they’ve become a daily source of truth that helps Bonusly move faster, tell a clearer story, and meet buyers with the kind of proof that drives decisions.
Sharing review exports and badges across teams sparked real excitement throughout the company. CSMs saw firsthand how valuable their efforts were. Product uncovered trends that informed updates, and new team members were eager to get involved. What started as a quarterly review initiative has grown into company-wide advocacy, powered by G2.
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